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Making viral sell

Greenwood’s site, launched in July 2010, has integrated more than 5,000 online sports videos to supplement its extensive product database of over 30,000 sports equipment, footwear and clothing products from over 40 retailers.

A recently-launched video series asked the question “What’s in my sports bag?” in a project designed to give an exclusive insight into professional athletes’ equipment choices. In the videos the sports stars reveal their choice of product whilst explaining why they use the products they do.

“Many top athletes are contractually obliged to wear a particular brand of clothing or footwear, but these products are the tools of their trade – they wouldn’t use them if they didn’t like them,” says Greenwoood.

“So why do they use one shoe rather than another? Which training watch couldn’t they live without? Why did they choose to wear that particular base layer? What products do they use in competition as opposed to training?

“These videos and blogs provide real insights for aspiring athletes and those who want to up their game – and it will help them discover new and exciting sports gear.”

The ‘What’s in your sports bag?’ videos are complemented by a range of product reviews, branded content from sports manufacturers and product insights. Users can also comment on the videos, share them on Facebook or Twitter and add the videos to their ‘favourites’.

Leading sports stars to have taken part include rugby union stars Ugo Monye, Danny Care and Owen Farrell, athlete Kelly Sotherton and footballer Mark Schwarzer.

“We’ve already seen huge demand for online video among our visitors – visitors who watch a video on our site view 33 per cent more pages than those who don’t – and we expect that making it easy to click from a product shown in a video straight to the purchase page will further increase consumer engagement and conversion rates,” Greenwoood adds.

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